Blog

Long-form notes on AI creative, reference-led production, and what actually holds up in paid media — written by the AIMS team.

Jul 16, 2026Performance

Test Ad Creative on Facebook: One Reference, Ten Variants

The campaign structure is the easy part. A supply of comparable variants is what decides whether your testing programme works.

Henry Sedgwick · Product marketing

Jul 9, 2026Industry

Skip the vague "AI is cheaper" line. Here is the actual per-SKU, per-variant math for a mid-size catalogue.

Henry Sedgwick · 8 min read

Mar 25, 2026Industry

The model is doing exactly what it was built to do. The problem is that “plausible” and “on-brand” are different jobs.

Henry Sedgwick · 12 min read

Mar 20, 2026Marketing

We keep seeing the same pattern in account exports: velocity is up, but only some of that velocity clears brand and learning.

Henry Sedgwick · 11 min read

Mar 15, 2026Industry

Stop treating the shoot as the place where you finish creative. Treat it as the place where you capture truth once.

Henry Sedgwick · 10 min read

Mar 10, 2026E-Commerce

Everyone argues about aesthetic. Buyers argue about recognition. Guess which one shows up on the P&L.

Henry Sedgwick · 11 min read

Mar 5, 2026Creative Tips

Treat reference images like a locked headline. Change them deliberately, not casually.

Henry Sedgwick · 10 min read

Feb 28, 2026Branding

Volume is only a superpower when your tests are comparable. References are what make them comparable.

Henry Sedgwick · 12 min read